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Roberts acknowledges the other two men have raised a LOT more money and are better known. After all, Branstad has been governor 4 terms before. [Bob] Vander Plaats has run for governor 3 times. Roberts plans on not just going after typical Republican primary voters to make up for his lack of recognition (he also added that he will just have to outwork the other 2). He plans on getting Democrats and Independents who are unhappy with the money Governor Chet Culver has spent since he took over and who are also unhappy with the overall direction of the state. Roberts told me this will be the year for the outsider. And he said he will be the outsider.

Join me after the jump for closer look at Roberts and his campaign strategy. I doubt he has any chance of winning the primary, but his presence in the race will probably help Branstad.

This is State Representative Rod Roberts, Republican for governor. I'm running for governor because I think our state needs new leadership. State government is spending taxpayer dollars at record highs. Next year's budget gap could run over one billion dollars, and over 100,000 Iowans are out of work. The Roberts for Governor campaign is about using common-sense conservative values to solve these problems. As a five-term state representative, I have real experience being both a fiscal and a social conservative. As governor, I promise to restore fiscal discipline and to stop out-of-control state spending, and I will continue to be a strong advocate for policies that are pro-life and pro-traditional marriage. The Roberts for Governor campaign is about building a better Iowa. It's time for new leadership, a fresh face, and a new direction for the state of Iowa. Visit www.robertsforgov.com to find out more about me, Rod Roberts, Republican candidate for governor. Paid for by Rod Roberts for governor.

The second ad features male and female voice-overs:

Man: Iowa needs leadership from their next governor. Over 100,000 Iowans are currently out of work. State spending is at a record high, and the state could face future budget deficits of one billion dollars or more. Who can Iowans trust as their next governor?

Woman: Rod Roberts, the conservative Republican choice for governor. Rod Roberts is a state representative. He has a record of being both a fiscal and a social conservative. Rod Roberts has fought for lower taxes, less spending and he has led efforts to give Iowans the right to vote on the definition of marriage.

Man: Rod Roberts will use common-sense conservative values to build a better Iowa. He doesn't just talk the conservative talk, he walks the conservative walk. As governor, Roberts will work for everyday Iowans by creating new jobs and fighting for traditional family values.

Woman: Visit www.robertsforgov.com It's time for new leadership, a fresh face, and a new direction for the state of Iowa. Rod Roberts, Republican for governor.

Republican moderates as well as some conservatives in the business community don't care for Vander Plaats. Key donors recruited Branstad back into politics in part because Vander Plaats was the heavy favorite for the nomination among the declared candidates last summer.

It's fine for candidates to be positive, and I've never heard a Republican say anything bad about Roberts, but I don't see how he breaks through in the primary campaign without making a more direct case against Branstad and Vander Plaats. It's not enough to be a fresh face; Roberts has to explain why he would be a better governor and/or better general election candidate than the better-known candidates. So far he has criticized some of Branstad's decisions as governor, but that hasn't been a focus of his campaign speeches or press releases. Kathie Obradovich suggests the "nice-guy candidate" with a "vanilla ice cream" demeanor could "appeal especially to older Iowans, who in recent polls have been the least supportive of Branstad but still tend to be the most reliable voters." For that to happen, Roberts would need to draw more contrasts with Branstad. But he's not an attack-dog type like Chris Rants, and I doubt he will spend his campaign's limited resources to go negative on Branstad.

To my mind, having Roberts in the race is great for Branstad, the clear favorite in the primary thanks to his campaign cash and establishment connections. The best hope for Vander Plaats would be to unite social conservatives who distrust Branstad. But Roberts is competing for the conservative niche, as this February 22 press release indicates:

The Roberts for Governor Campaign announced today that current State Representative Jason Schultz and former State Representative Dan Boddicker have endorsed Rod Roberts's campaign for governor. Schultz, who is a seven-year veteran of the Iowa National Guard, is from the western Iowa town of Schleswig and represents Iowa House District 55. Boddicker, who served in the Iowa House from 1993-2005, lives near the eastern Iowa town of Tipton and represented Iowa House District 79.

"Iowa needs new leadership, and I believe that Iowa needs Rod Roberts as its next governor. In my time in the Iowa House, I have found Rod to be a strong advocate for the common-sense, conservative principles that are important to me and my fellow Republicans," said Schultz, who currently serves on the Economic Growth Committee and the Economic Development Appropriations Subcommittee in the Iowa House.

Boddicker echoed Roberts's conservative credentials.

"Rod is the type of man we can count on to fight for conservative values, and I strongly believe he should be Iowa's next governor," said Boddicker. "By supporting limited-government policies, Rod will be a fresh face to take Iowa in a new direction."

Rod Roberts is a fiscal, small government, pro-life, and pro-family conservative. He is the complete package. I don't want to have to choose. He has demonstrated competency. He understands how state government works, and how it can be better. He knows what he will do on day one, but also knows how he'll govern on day 2 and 100. He is a man of integrity. He is a servant-leader and has demonstrated not only in the Iowa House, but also in his role with the Christian Churches/Churches of Christ in Iowa. He is a humble man, but confident that he can lead Iowa competently. He also isn't overly partisan, and is genuinely likeable. He has also run a very positive campaign. I think he's set up well to be competitive and end up being a surprise in June.

I am proud to know him and consider him a friend. I hope that my fellow Iowans will join me to support his candidacy. Let's help him become better known. I believe that when Iowans get to know him they'll like what they see. I also encourage all conservatives to consider financially supporting the Reagan conservative in this race.

Vander Hart alluded to the fact that Roberts is an ordained minister. He hasn't been playing that part of his resume up in this campaign, but it can't hurt him with social conservatives.

First, BVP does not have the money to wage all-out war. Second, we've all heard his arguments against Branstad, and I don't think they will be persuasive enough to drive Branstad below 50 percent, let alone low enough to put Roberts in contention.

Roberts doesn't even have enough cash for a week of statewide television/radio.

I would love to see Branstad lose the primary, but it is very hard for me to see that happening.

I don't think BVP has enough cash to win a war against Branstad...but I think he has more than enough cash to start one. And although we've heard all his arguments, I still think there's enough in Branstad's past to make hay out of. He could launch a nasty statewide Joy Corning or tax hike ad, for instance.

You're right that Roberts doesn't have enough cash for much of a media buy, but if he has a campaign manager worth anything...he'll milk free media appearances and debates for all they're worth.